We are getting so many requests for quotes from companies now to design a site which specify they want a flash intro and graphics all over the pages. When queried they say... because we wont to look good - for branding!
When will they wake up? The web is a great place to provide info, not just fancy billboards. And branding is far more than a pretty animated logo...
And we are not so much against flash per se.. just when it decreases usability and speed to get info people are looking for.
While I agree with the results I have to wonder...
Do users really know what makes a good user experience?
Adverts on TV are nothing more than visual yet they are responsible for mass purchasing.
Surely a well designed site would appeal to the user without them realising all the components that make up that site.
The results of the survey are pretty obvious but I dont think that aesthetics is really that unimportant - I dont think your average user realises what makes them use or like a particular site, it is an overall impression.
Havent read the report but will do soon... It seems this is based on self report rather than direct observation or recording of behaviour given the comments.
The best research measures what people do, not what they say.. Our own usability research conducted under objective conditions (and tracking what people do) shows that people give up much faster on slow down loading sites. We do have a limited and focused sample of business users however so it may not apply to more general users.